Automated Email Follow-Ups for Mortgage Clients: A Practical Guide

Long before you’re thinking about your client’s renewal, their bank is. Lenders have sophisticated marketing machines designed to get clients to sign their renewal offer without shopping around. If you’re not communicating regularly, you risk becoming invisible right when your clients need your advice the most. You need a proactive system to stay in front of them and reinforce your value. A thoughtful strategy for automated email follow-up for mortgage clients is your best defense. It ensures you’re the first person they hear from, reminding them that you’re their trusted advisor who can save them money and help them build wealth.

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Key Takeaways

• Put Your Database to Work: Use automation to maintain consistent, valuable contact with every client. This approach keeps you top-of-mind for renewals and referrals, turning your past clients into a reliable source of future business.
• Build Your Playbook First: Before choosing a tool, map out your client journey. Segment your contacts and identify key moments for communication to ensure your automated messages are relevant, timely, and genuinely helpful.
• Let Data Guide Your Decisions: Your email strategy is a living process. Regularly review key metrics like open and click rates to understand what your clients respond to, then test small changes to continuously improve your results.

Why Use Automated Emails in Your Mortgage Business?

As a mortgage broker, your success is built on relationships. But with a growing client list and a never-ending to-do list, staying in touch with everyone can feel impossible. You’re busy closing deals, managing applications, and putting out fires. How do you find the time to nurture past clients and make sure they remember you when it’s time to renew? This is where automated emails come in. They aren’t about replacing personal connection; they’re about creating a system that maintains it for you, ensuring no client ever feels forgotten.

By setting up strategic, automated touchpoints, you can deliver consistent value to your entire database without sacrificing the time you need for your active files. It’s the key to scaling your relationship-based business in a sustainable way, turning past clients into a powerful engine for future growth through renewals and referrals. This approach allows you to systematically stay in front of your clients, offering helpful advice and timely reminders that reinforce your role as their trusted mortgage expert. Instead of letting your hard-won client relationships go cold, you can build a communication machine that works for you around the clock, surfacing opportunities and strengthening loyalty long after the initial mortgage is funded.

How Automation Shapes Client Communication

Think of automation as your always-on administrative assistant. It uses technology to handle the repetitive, manual tasks in your communication strategy, like sending welcome emails, follow-up messages, and annual check-ins. Instead of you having to remember to reach out at every key milestone, an automated system does it for you. This consistency is crucial. It ensures every client receives timely, relevant information, which builds trust and reinforces your value. This frees you up from the busywork of sending routine emails so you can focus on having the high-value, personal conversations that truly strengthen client relationships. It’s about working smarter, not harder, to deliver a consistently great experience.

The Top Benefits for Your Brokerage

Integrating email automation into your brokerage brings immediate, practical advantages. The most obvious benefit is saving time. By offloading tasks like sending document reminders and post-funding follow-ups, you free up hours each week to focus on income-generating activities. Automation also creates a safety net for your leads. A good system ensures that every new inquiry receives an immediate response and is placed into a follow-up sequence, so no potential client slips through the cracks. This systematic approach not only improves your conversion rates but also makes your business more scalable. You can confidently manage a larger client database without your service quality dropping or your workload becoming unmanageable.

Build Stronger, Lasting Client Relationships

The mortgage transaction might end at closing, but the client relationship shouldn't. Automated email is one of the most effective tools for long-term client nurturing. You can set up campaigns that deliver value long after the deal is done, keeping you top-of-mind for future renewals, refinances, and referrals. Imagine your clients automatically receiving personalized homeowner reports, local market updates, or a simple "Happy Home Anniversary" email. These thoughtful touchpoints show you’re still invested in their financial well-being. By creating automated engagement workflows, you build a lasting connection that turns one-time clients into a reliable source of repeat and referral business for years to come.

What to Look For in an Email Automation Tool

Choosing the right email automation tool is about more than just sending emails. It’s about finding a partner that fits into your daily workflow, helps you stay top-of-mind, and strengthens your client relationships without adding hours to your day. The market is full of options, but the best platforms for mortgage brokers share a few key features. When you’re evaluating your choices, look for a tool that excels in personalization, offers robust automation, provides clear analytics, integrates with your existing systems, and keeps you compliant. These pillars will form the foundation of a successful and sustainable email strategy for your brokerage.

Personalization

In a relationship-based business like ours, a generic, one-size-fits-all email just won’t cut it. Your clients trust you with one of the biggest financial decisions of their lives, and your communication should reflect that personal connection. The right tool makes it easy to tailor your messages to fit what each client needs or is interested in. Look for features that allow you to use dynamic fields, pulling in details like your client’s name, their mortgage renewal date, or their property address directly from your database. This simple step transforms a mass email into a personal note, showing your clients that you’re paying attention to their specific journey.

Automated Workflows

The real magic of automation is its ability to handle consistent follow-up so you can focus on high-value conversations. A great tool allows you to build automated workflows, or sequences, that trigger based on specific client actions or dates. For example, you can set up a series of emails that automatically go out to a new lead, guide a client through the application process, or remind them of their upcoming renewal. These systems ensure that no client is missed and that you follow up at the perfect time, every time. This consistency not only saves you an incredible amount of time but also creates a professional and reliable experience for your clients.

Analytics and Reporting

How do you know if your emails are actually working? You need data. A solid automation platform will give you clear insights into your performance by tracking key metrics like open rates, click-through rates, and replies. This information is invaluable for understanding what resonates with your clients. Are they more interested in market updates or tips for paying down their mortgage faster? Your analytics will tell you. By regularly reviewing these reports, you can stop guessing and start making data-driven decisions to improve your email strategy and get better results from your efforts.

CRM Integration

Your Client Relationship Management (CRM) system is the heart of your business, and your email tool should connect to it seamlessly. A platform with strong CRM integration saves you from the manual, time-consuming task of updating contact lists and logging communications. When your systems are connected, client data flows automatically between them. This ensures your contact information is always up-to-date and that every email sent is logged in the client’s file. This creates a single source of truth for all your client interactions, making it easier to manage relationships and spot new opportunities.

Compliance and Security

As a mortgage professional, you handle sensitive client information every day, and protecting that data is paramount. It’s also crucial that your outreach follows legal rules. In Canada, that means strict adherence to Canada’s Anti-Spam Legislation (CASL). Your email automation tool should have built-in features to manage consent and make it easy for subscribers to opt-out. Always ensure your follow-up methods comply with CASL and that the platform you choose has robust security measures to protect your clients’ privacy. Being transparent and respectful is key to building and maintaining trust.

Top Email Automation Platforms for Brokers

Choosing the right platform is a big decision, and the best one for you really depends on the size of your brokerage, your current tech stack, and your specific goals. Some tools are all-in-one CRMs built for the mortgage industry, while others are more general email marketing platforms that can be adapted for your needs. Let's walk through some of the top contenders so you can find the perfect fit for your business.

Ownwell

While you might think of Ownwell primarily for its homeowner reports, it’s a powerful client engagement and automation engine. The platform automatically sends your clients personalized monthly updates about their home equity, market value, and mortgage details. This isn't a generic newsletter; it's a high-value touchpoint that keeps you top of mind and surfaces renewal and refinance opportunities without you lifting a finger. It’s automation designed to build long-term relationships and generate repeat business from your existing database.

Velocify

Velocify is a sales automation platform that’s laser-focused on lead management and conversion. If your biggest challenge is responding to and nurturing new inquiries quickly, this could be a great fit. It helps you automate the initial follow-up process, distribute leads to your team, and track every interaction from the first click to a submitted application. It’s less about long-term client nurturing and more about optimizing the front-end of your sales cycle to make sure no lead gets left behind.

Top Producer

A long-time favourite in the real estate world, Top Producer is a comprehensive CRM that many mortgage brokers also rely on. Its strength lies in managing your client database and automating communication across the entire client journey. You can set up drip campaigns for new leads, in-process clients, and past clients to stay in touch. Because it’s so popular with real estate agents, it can also make collaborating with your referral partners a smoother process.

BNTouch

Specifically designed for the mortgage industry, BNTouch is a CRM that offers robust marketing automation. You can automate email and SMS campaigns for every stage of the mortgage process, from pre-approval to post-closing. The platform helps you manage your pipeline and marketing from one place, with features tailored to the unique communication needs of a mortgage brokerage. It’s built to handle those repetitive communication tasks, freeing you up to focus on advising your clients.

Constant Contact

If you're looking for a straightforward and user-friendly tool for email marketing, Constant Contact is a solid choice. While not mortgage-specific, it makes it easy to create professional-looking email newsletters, announcements, and simple automated sequences, like a welcome series for new subscribers. It’s a great starting point if your main goal is to send regular market updates and stay in touch with your entire database through well-designed email campaigns.

ActiveCampaign

For brokers who want to get more advanced with their automation, ActiveCampaign is a powerful option. It combines email marketing, automation, and a sales CRM into one platform. You can create sophisticated workflows that trigger personalized emails based on your clients' actions—like if they visit a specific page on your website or click a link in an email. This allows for highly targeted follow-ups that feel personal and timely, helping you nurture relationships at scale.

LenderHomePage

LenderHomePage is more than just an automation tool; it's a digital mortgage platform that includes a website builder, point-of-sale (POS) system, and marketing automation. If you’re looking for an all-in-one solution to manage your online presence and application process, this could be it. Its automation features are designed to work seamlessly with its loan origination tools, helping you communicate with clients and referral partners throughout the application and approval process.

Mortgage Manager CRM

As the name suggests, Mortgage Manager CRM is another platform built specifically for Canadian mortgage professionals. It’s designed to be an end-to-end solution for managing your deals, clients, and marketing efforts. The platform includes tools for automating client follow-ups, tracking deal progress, and managing compliance documents. It aims to be the central hub for your brokerage's operations, connecting your client communication directly to your active files.

Build Your Email Automation Strategy

Having the right tool is one thing, but a solid strategy is what turns email automation into a client-generating machine. A thoughtful plan ensures your messages are timely, relevant, and genuinely helpful, keeping you top-of-mind without adding to your workload. Think of it as creating a blueprint for your client communications. By mapping out who you’re talking to, when you’ll reach out, and what you’ll say, you can build a system that nurtures relationships and surfaces opportunities automatically. The following steps will help you create a practical strategy you can implement right away.

Segment Your Client List

The first rule of effective communication is to know your audience. Sending a generic email blast to every contact in your database is a missed opportunity. Instead, segment your list into smaller, more specific groups. This allows you to send targeted messages that speak directly to each client’s unique situation. Don't treat all your contacts the same; divide them into groups based on where they are in the homeownership journey.

Start with a few key segments:

• New Leads: People who have just inquired about your services.
• Active Clients: Those currently in the application or pre-approval process.
• Funded Clients: Homeowners you’ve successfully helped.
• Past Clients: Anyone approaching their renewal date.
• Referral Partners: Real estate agents, lawyers, and financial planners in your network.

Identify Key Client Touchpoints

Once you know who you're talking to, you need to figure out when to talk to them. Map out the entire client journey, from the first point of contact to post-closing and beyond. Identify the key moments where a timely, automated email can add value, answer a question before it’s asked, or simply let them know you’re on top of things. People will have questions and concerns about things like interest rates or the application process. Your emails can proactively address these common questions and build confidence. Key touchpoints include the initial inquiry, after a consultation, when documents are needed, at mortgage approval, and on the anniversary of their closing date.

Set Up Your Automation Workflows

This is where your strategy comes to life. An automation workflow is a series of emails that are automatically sent to a specific segment based on a trigger. For example, when you add a new contact to your "New Leads" list, it can trigger a welcome sequence. Your first email could introduce yourself and your process, a second could share a helpful guide on getting mortgage-ready, and a third could invite them to book a call. The goal is to automate your follow-ups so you can save time while ensuring no one slips through the cracks. Start with one or two simple workflows for your most important segments and build from there.

Test and Optimize Your Emails

Your email strategy shouldn’t be a "set it and forget it" activity. To get the best results, you need to pay attention to what’s working and what isn’t. Neglecting your analytics can undermine all your hard work. Regularly check your key metrics, such as open rates, click-through rates, and reply rates. If a particular email has a low open rate, try A/B testing a different subject line. If no one is clicking the link in another email, maybe the call-to-action needs to be clearer. Using data to refine your approach is the only way to ensure your emails continue to perform and deliver a real return for your brokerage.

Create Email Templates That Convert

Having a set of solid email templates is about more than just saving time—it’s about creating a consistent, professional, and supportive experience for every client. When you’re juggling multiple files, it’s easy for communication to become rushed or inconsistent. Templates ensure every client receives the same high level of service and clear information at each stage of their journey. Think of them as your communication playbook, allowing you to deliver personalized, timely messages without starting from scratch every single time.

The key is to build templates that sound like you. They should be a starting point, not a rigid script. A great template library allows you to automate the routine touchpoints, freeing you up to focus on the high-value conversations where your expertise truly shines. From welcoming a new client to reminding them about an upcoming renewal, these pre-built messages will help you build trust, keep the process moving, and stay top-of-mind long after the deal has closed.

Welcome & Onboarding

Your first impression sets the tone for the entire relationship. A warm, informative welcome email confirms to clients that they made the right choice. This is your chance to manage expectations, outline the next steps, and provide them with everything they need to feel confident. Through automated lead engagement workflows, you can create a drip campaign that guides new clients through the initial stages, ensuring a smooth and organized onboarding process. Your welcome template should thank them for their trust, introduce your team, and clearly explain what they can expect from you in the coming days.

Post-Consultation Follow-ups

The time immediately following an initial consultation is critical. You’ve built rapport and discussed their goals, but the momentum can be lost if the follow-up isn’t prompt and professional. An automated follow-up email ensures no lead is missed and that you connect effectively after your conversation. Your template should briefly recap the key points of your discussion, reiterate the value you provide, and clearly state the next steps. This simple action shows you were listening and are ready to move forward, keeping you top-of-mind as they make their decision.

Market Updates

Sending regular market updates is a powerful way to provide ongoing value and position yourself as a trusted expert. Instead of a generic newsletter, use automation to send personalized email campaigns based on your client's situation and interests. A first-time homebuyer will care about different news than a seasoned property investor. Your template can be simple: share a key insight, link to a relevant article about the Canadian housing market, or offer a quick analysis of recent interest rate changes. This keeps you on their radar and reinforces that you’re a resource they can turn to for advice.

Refinance & Equity Alerts

Your clients’ financial situations are always changing, and so is the value of their home. Proactively notifying them about opportunities to refinance or leverage their home equity is one of the most valuable services you can offer. An automated system can help you notify clients about refinancing opportunities and equity alerts, ensuring timely communication that helps them build wealth. A template for this alert should be data-driven and direct, highlighting a potential opportunity (like a lower rate or access to cash) and prompting them to book a call with you to discuss their specific options.

Document Reminders

Chasing clients for documents can be one of the most time-consuming parts of the mortgage process. It can also create friction and slow everything down. Automated follow-up emails can take this task off your plate by gently reminding clients about pending documents or information you need to move their file forward. Your template should be clear, friendly, and specific. List exactly which documents are outstanding and provide simple instructions on how to submit them securely. This keeps the application on track without you having to play the part of a collections agent.

Renewal Reminders

Don’t let your clients’ renewal dates sneak up on them—or you. The banks start contacting clients months in advance, so your communication needs to start even earlier. An automated email sequence is the perfect way to get ahead of their bank’s offer and remind them of the value of your services. Your first renewal reminder template, sent about six months out, should be a friendly check-in. As the date gets closer, your emails can become more direct, encouraging them to start the mortgage renewal process and reminding them that simply signing the bank’s first offer could cost them thousands.

Get More Clients to Open Your Emails

Crafting the perfect email is only half the battle. If your clients never open it, your message is lost. Getting into a client’s inbox is one thing; getting them to click is another. The good news is that you don’t need to be a marketing guru to improve your open rates. A few thoughtful adjustments to your strategy can make a significant difference, ensuring your valuable advice and updates are actually seen. By focusing on timing, personalization, mobile experience, and compliance, you can build an email strategy that not only gets opened but also strengthens your client relationships.

Find the Right Timing and Frequency

When it comes to email, timing can be everything. For new leads, speed is critical. Responding within the first hour dramatically increases your chances of connecting with them and starting a conversation. For your existing client base, the goal is to find a rhythm that keeps you top-of-mind without overwhelming their inbox. Sending a monthly homeowner report, like the ones from Ownwell, is a great way to provide consistent value. For other communications, like market updates or renewal reminders, consider what makes sense for the message. Test sending emails at different times—like mid-morning on a Tuesday versus early evening on a Thursday—to see what resonates with your audience.

Personalize Your Outreach

Generic, mass emails are easy to ignore. Personalization is what makes a client feel seen and valued, not just like another number on a list. Start simple by using their first name in the subject line and greeting. Then, take it a step further by referencing specific details, like their upcoming renewal date or the neighbourhood they live in. This shows you’re paying attention to their unique homeownership journey. A well-segmented client list is your best tool for this, allowing you to send highly relevant content that speaks directly to their needs, whether they’re a first-time homebuyer or a seasoned property investor. This level of customized messaging builds trust and encourages engagement.

Make Your Emails Mobile-Friendly

Most of your clients will read your emails on their smartphones, often while on the go. If your message is difficult to read on a small screen, it will likely be deleted in seconds. To avoid this, always use a mobile-responsive design. This means opting for a clean, single-column layout, using a readable font size, and keeping paragraphs short. Your calls-to-action should be large, clear buttons that are easy to tap. Keep your subject lines concise and compelling so they don’t get cut off on a mobile display. Thankfully, most modern email automation platforms provide templates that are already optimized for mobile, taking the guesswork out of the process.

Stay Compliant (CASL)

Building trust with clients means respecting their privacy and their inbox. In Canada, that means following Canada's Anti-Spam Legislation (CASL). This law requires you to have consent before sending commercial electronic messages, which includes your marketing and promotional emails. You must also clearly identify yourself and provide a straightforward way for recipients to unsubscribe in every email. Adhering to CASL guidelines isn’t just about avoiding hefty fines; it’s a fundamental part of professional and ethical communication. It shows your clients that you value their permission and are committed to building a relationship based on respect.

Track and Improve Your Results

Setting up your automated emails is a huge step, but it’s not a “set it and forget it” deal. The real value comes from paying attention to what’s working and what isn’t, then making small adjustments over time. By tracking your results, you can turn a good email strategy into a great one that consistently brings in business and strengthens client relationships. Think of it as fine-tuning your engine—a little maintenance goes a long way in performance.

This process doesn’t have to be complicated. Your email automation tool will have a dashboard with all the key numbers. Your job is to check in, understand what the data is telling you, and use those insights to make your next email campaign even more effective.

Key Metrics to Watch

When you look at your email analytics, it’s easy to get overwhelmed. To keep things simple, focus on a few key metrics that tell you the most about your performance. Start with the basics: open rate (the percentage of clients who opened your email), click-through rate (the percentage who clicked a link), and reply rate. These numbers give you a clear, at-a-glance view of how your emails are landing. A low open rate might mean your subject line needs work, while a low click-through rate could point to a weak call-to-action. A good platform will also help you track lead interactions to ensure no opportunity is missed.

Analyze Client Engagement

Once you know your core numbers, you can look deeper into how clients are engaging with your content. Which links are they clicking? Are they more interested in your market updates or your articles on preparing for renewal? This is where you get real insight into what your clients care about. By understanding their behaviour, you can tailor your content to be more relevant and valuable. When you offload these time-consuming analytical tasks to your software, you free up hours each week to focus on what you do best: building relationships and advising your clients.

A/B Test Your Emails

The best way to improve your metrics is to test different approaches. A/B testing, or split testing, is when you send two slightly different versions of an email to a small part of your audience to see which one performs better. You could test your subject lines, the call-to-action button, or even the main image. For example, does "Your Monthly Mortgage Update" get more opens than "See How Much Your Home Is Worth"? Small changes can make a big difference. Consistently testing helps you avoid the common mistakes in automated outreach and ensures your emails are always optimized to get results.

Use Data to Refine Your Strategy

All the data you collect from tracking and testing should feed back into your overall strategy. If you notice that emails sent on Tuesday mornings get the highest engagement, adjust your schedule. If clients are consistently clicking on links about refinancing, maybe it’s time to create a dedicated workflow for that segment. The goal is to create a cycle of continuous improvement. Using data allows you to spend less time guessing and more time making smart business decisions that are based on what your clients actually want and need. This data-driven approach will make your follow-ups more personal, timely, and effective.

Take Your Automation to the Next Level

Once you’ve mastered the basics of automated email workflows, you can start exploring more advanced strategies to make your client communication even more powerful. Think of this as moving from a one-size-fits-all approach to a truly bespoke experience for every client in your database. These next-level tactics are what separate a good follow-up system from a great one. They allow you to anticipate your clients' needs, deliver hyper-relevant information exactly when they need it, and build the kind of loyalty that turns a one-time client into a lifelong advocate for your business.

By layering in more sophisticated techniques, you’re not just sending emails; you’re creating a responsive communication engine that works for you around the clock. This is how you stay top-of-mind and provide consistent value long after the deal has closed, ensuring your clients come back to you for their next mortgage and refer their friends and family. It’s about using technology to scale the personal touch that defines your service, making every client feel like they’re your only one.

Use Behaviour-Based Triggers

Imagine knowing the perfect moment to reach out to a client about refinancing. With behaviour-based triggers, you can. This strategy involves setting up automations that react to your clients' actions. For example, if a client clicks a link in your newsletter about accessing home equity, a trigger can automatically enroll them in a short email series that explains the process and invites them to book a call. This approach ensures your follow-ups are always timely and relevant because they’re based on a client’s demonstrated interest. You can create highly personalized email campaigns that respond directly to user behaviour, making your outreach feel less like marketing and more like a helpful conversation.

Create Dynamic Content

Dynamic content takes personalization a step further by changing the information within a single email to match the individual recipient. Instead of creating dozens of different email versions, you can build one smart template that adapts to each client. For instance, your monthly homeowner report email could show one client their estimated property value in Toronto while showing another their value in Calgary. You can also tailor content based on their mortgage renewal date or lender. This allows you to create automated engagement workflows with messages directed toward specific client needs, delivering a truly custom experience that shows you understand their unique financial picture.

Integrate Other Channels

Your clients don’t live exclusively in their email inboxes, and your follow-up strategy shouldn’t either. Integrating other channels, like SMS, into your automated workflows can significantly improve your response rates. While email is great for detailed updates and newsletters, a quick text message is perfect for time-sensitive reminders or a simple check-in. For example, you could automate an email about an upcoming renewal and follow up with an SMS a week later asking if they’d like to chat. There’s a place for both SMS and email marketing to work together. This multi-channel approach meets clients on the platform they prefer, making it easier for them to engage with you.

Automate Your Referral Program

A steady stream of referrals is the lifeblood of any successful mortgage brokerage, but manually asking every happy client for one can be time-consuming. This is where automation can be a game-changer. You can set up a workflow that automatically sends a polite request for a referral a few months after a client’s mortgage has funded. These automated follow-up systems can streamline the process of managing referrals and maintaining client relationships. You can even automate a thank-you message or a small gift for clients who send new business your way. This ensures you never miss an opportunity to grow your network and keeps your pipeline full with warm leads.

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Frequently Asked Questions

Will using automation make my client communication feel impersonal or robotic? That’s a common concern, but it’s actually the opposite. Good automation handles the repetitive, administrative tasks—like sending document reminders or a "Happy Home Anniversary" note—so you have more time for the high-value, personal conversations. By using personalization features and writing templates in your own voice, your emails will feel like they're coming directly from you, ensuring clients feel seen and supported at every step.

I'm a solo broker with limited time. How can I get started without feeling overwhelmed? Don't try to build your entire system in one weekend. The best approach is to start with the workflow that will save you the most time or solve your biggest problem right now. A great starting point is a renewal reminder sequence. Set up a series of three simple emails that automatically go out to clients six months before their mortgage is up. Once that's running smoothly, you can build your next workflow, like a welcome series for new leads.

What's the difference between a mortgage-specific platform and a general email tool? General email marketing tools are great for sending newsletters and announcements. However, a platform designed specifically for mortgage brokers is built around your actual workflow and client journey. It can connect directly to your client data to send highly relevant, automated updates based on things like their renewal date, property value, or current mortgage details. This creates a much more powerful and personalized experience that a generic tool can't replicate.

How often should I email my past clients to stay top-of-mind without annoying them? The key is to focus on value, not volume. A consistent, high-value monthly touchpoint, like a personalized homeowner report that shows their equity and market trends, is a perfect foundation. Beyond that, you can add in other timely communications, like important market updates or a heads-up when a great refinance opportunity arises. As long as every email provides genuinely useful information, your clients will look forward to hearing from you.

My open rates are low. What's the one thing I can do to get more clients to actually read my emails? If you can only focus on one thing, make it your subject line. This is your first and only chance to grab their attention in a crowded inbox. Make it personal by using their name, but also make it compelling by hinting at the value inside. Instead of a generic "Market Update," try something like, "Here's what's happening with property values in your neighbourhood." A specific, client-focused subject line will almost always get better results.